Gathering Qualitative

Data
2 Most commonly used qualitative research approaches
1) Individual Depth Interviews
2) Group Discussions
Qualitative Research
• Defined as research that is undertaken using an unstructured research
approach with a small number of carefully selected individuals to produce
non-quantifiable insights into behaviour, motivation and attitudes.
• Key Points
• Data Collection is less structured and more flexible as there is no predefined
question-and-answer format.
• Involves small samples who may not necessarily be representatives of larger
populations
• The sampling process is not statistical
• Data collected is not quantifiable – not statistically valid.
• Insights obtained are deeper and more penetrating.
Types of research most suited for
qualitative research
• Exploratory Research
• Eg Consumer perceptions of a product field.
• Consumer Segments
• Dimensions that differentiate brands.
• Consumer Decision-making process
• Product usage pattern or behaviour
• Identifying product and service improvements.
• New Product Development
• Testing Prototypes, packaging etc.
• Creative Development Research
Forms of Qualitative Research
• Individual Depth Interviews
• Paired Interviews
• Married Couple
• Parent & Child
• Teenage Friends
• Business Partners
• Specialised Depth Interviews
• Accompanied Shopping/Shop along
• Journey Mapping Interviews
• In-home Interviews
Group Discussions/Focus Groups
• Group Discussion/Focus Groups/Group Depth Interviews
• Group Dynamics is critical to their success and is their principal asset.
Includes
• Recruitment of participants
• Selection of group discussion venue
• Recruitment of participants
• Scheduling the number of group discussions
• Creating a discussion Guide
• Moderating the group
Projective Techniques
• Techniques used in both group discussion and individual interviews to facilitate a deeper
exploration of a respondent's attitudes towards a concept, product or situation
• Projective Questioning
• What do you think an average person thinks when selecting a bank for a savings account?
• What do you think people in your streets would think if they saw a BMW parked outside your home?
• A lot of people seem very negative about McDonald’s fast food. Why do you think that is the case?
• Word Association Tests
• What is the first thing that comes to your mind, when I say ‘chocolate’?
• Write down the first 10 things that come to your mind when I say ‘Air India’.
• Brand Personalities
• If the city of Mumbai was a person, what kind of a person would they be?
• Brand Mapping
Projective Techniques
• Photo Sorts
• Photo sorts are a qualitative projective technique where participants sort
images to express thoughts, feelings, or associations, helping researchers
uncover subconscious attitudes or emotional drivers.
• Sentence Completion
• People who drink Diet Coke are….
• HDFC, as a bank is….
• Cartoon completion
• Role Playing
Involves 2 main components
• Organization of the data
• Reducing the data
• Displaying the data
• Interpretation of the data
• Identifying framework
• Sorting the data
Spider Type Diagrams for qualitative
research interpretation
• A spider diagram, also known as a
mind map, is a visual tool used to
organize and represent information.
• It is typically structured with a central
idea or concept at the centre, with
related themes, subtopics, or concepts
branching out from the centre.
• The diagram resembles a spider's web,
with lines connecting different ideas.
• Each branch represents a related
concept, and sub-branches can be
used to add more detail or examples.
Grounded Theory
• Grounded Theory (GT) is a qualitative research methodology that
focuses on generating theories from data rather than testing existing
theories.
• It aims to build theories that are grounded in real-world observations
and experiences.
• Key Features of Grounded Theory
• Inductive Approach
• Systematic Coding
• Constant Comparison
• Theoretical Saturation
Key Features of Grounded
Theory:
• Inductive Approach: Data collection and analysis occur
simultaneously, with theories emerging as the researcher interacts
with the data.
• Systematic Coding: Involves open coding, axial coding, and selective
coding to organize data and identify patterns.
• Constant Comparison: Data is constantly compared with emerging
codes and categories to refine understanding.
• Theoretical Saturation: Data collection continues until no new
insights are emerging.
Open Coding:
• Definition: Open coding is the initial step in data analysis, where the
researcher breaks down the data into discrete parts and labels them
with codes.
Axial Coding:
• Definition: Axial coding is the second phase, where researchers focus
on developing connections between the open codes identified during
the first stage.
Selective Coding:
• Definition: Selective coding is the final phase, where researchers
focus on identifying and integrating the central theme or core
category that encapsulates the entire dataset.
Types of grounded theory
approaches
• Classical Grounded Theory (Glaserian Approach)
• This is the original version of Grounded Theory, developed in the 1960s.
• Glaser’s approach is highly inductive and focuses on generating theory directly from
the data without imposing preconceived ideas or theories on the research.
• Straussian Grounded Theory (Strauss and Corbin’s Approach)
• This approach emerged as a refinement of Glaser’s original theory, with Strauss and
Corbin introducing more structure and explicit procedures for the research process.
• Constructivist Grounded Theory (Charmazian Approach)
• This version of Grounded Theory emphasizes the constructivist nature of knowledge
and acknowledges that the researcher plays an active role in the construction of theory.
• Charmaz’s approach incorporates an understanding that data is co-constructed by both
the researcher and participants, with a focus on the subjectivity of interpretation.